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Media and Society1

Professor Kaarle Nordenstreng


Department of Journalism and Mass Communication, University of Tampere
http://www.uta.fi/jour/english/contact/nordenstreng_eng.html
Our starting point are the three basic levels of any consideration of society:
1) the State and related governmental institutions,
2) the Market and related property and commercial phenomena, and
3) the Civil Society made up of people and citizens apart from the two preceding spheres.
This articulation of society can be illustrated as follows:

State

Market

Media

Civil
Society

The figure is borrowed from the Norwegian social scientist and peace research pioneer Johan
Galtung (1999), who places the mass media floating between the three pillars (he calls the Market
pillar Capital). In the history of European countries the media have found their place first close to
both the State and the Capital, emerging from late-feudal patronage and boosted by mercantile
capitalism. With the rise of modern democracy and party structure, the press became part and parcel
of the Civil Society, while broadcasting remained closely tied to the State. The second half of the
20th century has brought the media both print and electronic increasingly towards Capital-driven
markets. Yet Galtungs triangle does not suggest that market forces completely absorb globalizing
society in a contemporary (post)modern world, where the civil society with its so-called new
movements provides burgeoning strength. Thus the media take a challenging place in a field of
conflicts.

Excerpted mainly from the following two publications:


Cees Hamelink and Kaarle Nordenstreng: Towards Democratic Media Governance. In Els De Bens (editor), Media
Between Culture and Commerce. Changing Media Changing Europe Series, Volume 4. Bristol, UK: Intellect, 2007,
225-240.
Kaarle Nordenstreng: Media and Society: In Search of Models [in Russian SMI i obshchestvo: Modeli
vzaimodeistvii]. In Y.N. Zassoursky & O.M. Zdravomyslova (eds.), Glasnost i zhurnalistika 1985-2005 [Glasnost
and Journalism 1985-2005], Moscow: Gorbachev Foundation & Faculty of Journalism, Moscow State University, 2006,
168-177. In English Mapping out Media Models: Gorbachev's Challenge. In Elena Vartanova (ed.) Media and
Change, Moscow: MediaMir, 2007, 95-102.

There is another way of viewing media as the fourth element in a democratic society, based on the
classic separation of powers in a political system, as proposed by Montesquieu (Cohler et al. 1989).
According to this conventional thinking, the Parliament elected in general elections constitutes
legislative power, while the government with all the ministries and other administrative agencies
make up executive power, and the courts represent an independent judiciary power. The media
as an agent of independent journalism has been added to this picture as a fourth branch of
government.
The same role for carrying out checks and balances of the three main branches of government has
also been proposed for other institutions such as trade unions and new social movements
(Nordenstreng 1997a). However, the mass media still enjoy a special status in this respect mainly
due to the constitutional guarantees of freedom of information based on international law on human
rights (Hamelink 1994). Lately, however, the mass media themselves with their commercialization
and tabloidization developments have been brought under critical scrutiny, leading to proposals to
establish a global media watch as a fifth power.2
Obviously there are different types of media in any society and therefore it is misleading to speak of
media as a uniform concept. Nevertheless, one can analytically distinguish between the different
media systems and models which may operate in a democratic society. Accordingly, Daniel Hallin
and Paolo Manzini (2004) present three models:
1) the polarized pluralist model for the Mediterranean countries,
2) the democratic corporatist model for the North/Central European countries, and
3) the liberal model for the North Atlantic countries.
A different typology is suggested by Denis McQuail in the latest edition of his canonic textbook
(2005), based on normative approaches to the media leading to four models: (1) the liberalpluralist or market model, (2) the social responsibility or public interest model, (3) the
professional model, and (4) the alternative media model (pp. 185-6).
While these are broad political models which characterize the media, or part of the media, in a
given country, one can also distinguish different tasks and roles which the media perform in
society. Clifford Christians et al. (forthcoming) suggest four roles for the media based on their
relation to the dominant political-economic powers, on the one hand, and the citizens of the civil
society on the other. These roles are
1) monitoring for reporting the power,
2) facilitative for serving civil society,
3) radical for questioning the political system, and
4) collaborative for serving the state and other power institutions.
Like McQuails models above, these roles are offshoots of a normative theory of the media in a
democratic context. In other words, all these roles and models are an integral part of what is known
as democracy, and they invite not only scrutiny of media as such but also the concept of democracy,
and the whole media-society relationship particularly in the contemporary conditions of
globalization.
My own research has addressed these questions mainly regarding media and democracy
(Nordenstreng 2000), media ethics (Christians and Nordenstreng 2004), media and governance
2

This proposal was made by Ignacio Ramonet, the editor and director of Le Monde diplomatique, at the Social Summit
in Porto Alegre in 2002 and at the World Summit on the Information Society in Geneva in 2003 (Ramonet 2003). The
same idea is behind initiatives to set up a system of international media monitoring (Nordenstreng 2004).

(Hamelink and Nordenstreng 2007), and last but not least normative theories of the media
(Nordenstreng 1997b; Christians et al. 2009). This research has highlighted the strategic importance
of two concepts:
First, the media system, which is widely used as a generic term referring to the legal, economic,
political and cultural determinants of all the mass media in a given country (see, e.g., Ylnen et al.
2005a). Yet the concept remains poorly defined and needs to be thoroughly analyzed. I have started
this process in a presentation under the title Russias place on the world map of media systems at
international conferences.
Second, self-regulation, which is typically seen as an alternative to legal regulation and regulation
by commercial market. Self-regulation with its own regime of soft law has established itself as
part of the overall regulatory system (Nordenstreng and Heinonen 2006), and its extension in the
form of co-regulation has emerged as a new area also around the mass media as shown by a study
commissioned by the European Commission (see Ylnen et al. 2005b). It is also worth noting that
in his latest contribution to the role of media in democracy Jrgen Habermas (2006, 419) takes the
view that a functional independence of the mass media means the self-regulation of the media
system in accordance with its own normative code.
The above review serves as a reminder that the place and role of media in society is a target of rich
scholarly activity. Yet the topic is far from exhausted and much remains to be done, especially in
the conceptual and analytical level, including critical examination of the pillars of Galtungs
triangle. The state and its relation to media presents a true challenge to research in this era of
globalization (see, e.g., Nordenstreng 2001). Actually it is surprising how little serious research has
been carried out on state-media relations, while this topic is high on the agenda of politicians, media
professionals and human rights advocates. Agencies such as the Index of Censorship and Freedom
House keep producing reports on the state of media freedom in the world, but these empirical
surveys are not paralleled by a firm tradition of academic scholarship. In this situation the concept
of press freedom tends to perpetuate the biases inherited from the libertarian tradition although the
legacy of true liberalism is much more nuanced than is typically held by journalists and publishers,
for example in the controversy around the Muhammed cartoons (see Nordenstreng 2007).
These perspectives are part of an Academy of Finland project led by me: Media in a Changing
Russia (2006-2008). That project is built around the concept of the Russian media system, which is
seen as a composite of factors at the legal, political and economic levels. Its core question is: What
is the place of the media in the Russian legal and constitutional system? Accordingly, Russia can be
seen as a case study a unique case with its total system change over the past two decades. This
historical case serves as a litmus test for the general issues of media-society relations reviewed
above. My main contribution in this respect has been the book Russian Media Challenge
(Nordenstreng et al. 2001) and my most recent input is included in the proceedings of a conference
at the Gorbachev Foundation assessing Russian media since glasnost (Nordenstreng 2006).
Recent developments in Russia have made the topic more and more relevant one could even say
burning, as shown, for example, by the doctoral dissertation by Svetlana Pasti (2007) in Finland and
the work of Andrei Richter (2007) in Russia. Moreover, Russia not only presents a historical
laboratory exposing new aspects to the old question of state-media relationship but has also given
rise to a debate regarding the competence of international agencies on human rights, notably the
Council of Europe and the European Court of Human Rights. The Western side in these agencies
has challenged Russias recent media politics and Russia has responded by questioning the validity
of such argumentation.

Normative Theories
Each of these typologies has its own logic of classification sometimes clearly stated but often
implicit. It is vital to explicate the concepts and theories on which such media models are based.
This leads us to examine the media-society relationships and to the paradigms which determine the
understanding of media and society in each case.
Media models can be approached at different levels: (1) by describing what is the phenomenon in
question, (2) by explaining the nature of the phenomenon in question, and (3) by determining what
the phenomenon in question should do. The first two levels represent descriptive and analytical
approaches a sociological perspective which maps out the functions, aims and objectives of the
media in a social system. The third level for its part represents a normative perspective which
defines the tasks, duties and responsibilities of the media in a socio-political and professional
context. A normative approach is pursued by asking what the task of media in society is, and typical
answers to this question are, for example: making money and supporting democracy.
One way to characterize different types of media is to construct maps based on two dimensions. In
Figure 1 we single out the central dimensions of Observer vs. Participant in society and Open vs.
Closed access to the media.
Figure 1. Four types of media
Observer Mirror

Commercial

Pluralistic

Closed access

Open access

access osed

Alternative

Partisan

Participant Weapon

The basic (vertical) dimension runs between the extremes of an outside and neutral observer of
events in society, or mirror for looking at the world, on the one hand, and an active participant in

running and changing society, or weapon to fight in the world, on the other. Historically, among the
first papers were both information gazettes of an observer nature (serving commercial and
administrative elites) and participating papers of a fighting nature (serving political parties
including liberation movements). The other (horizontal) dimension runs between two extreme types
of gatekeeping for the media: open access to the media without discrimination, and controlled
access to the media with screening and selection of messages. Against these dimensions, four basic
types of media roles can be distinguished. In each society at a time different media are located in
different places in the figure.
Figure 2 presents a different logic for mapping out media models, with a focus on the normative
roles of the media. While the horizontal dimension of media Autonomy vs. Dependency is more or
less the same as the Open-Closed dimension above, the vertical dimension of Institutional vs.
Peoples power is quite different from the Observer-Participant dimension.

Figure 2. Four normative roles of media

Institutional power

Collaborative

Monitorial

Media
dependency

Media
autonomy

Radical

Facilitative

Peoples power

This map is based on the relation of the media to the power system in society, both political and
economic power, leading to four different normative roles:
1) Monitorial role
2) Facilitative role
3) Radical role
4) Collaborative role

The listing is from Christians & al. (2009). Monitorial role refers to typical cases of media seeing
themselves as neutral observers reporting objectively about the world. However, since the sources
of information are mostly in the centers of power, the agenda is largely set by the power system and
thus the informational role is in fact quite dependent on institutional power and elites even if it may
criticize them like a watchdog. Facilitative role has a greater distance from centers of power,
since it seeks to provide citizens with a platform for expressing themselves and participating in the
political process. This category also includes the movement of civic or public journalism. Radical
role refers to a totally oppositional approach to the prevailing power, to the extent of questioning
the foundations of socio-political order and inciting revolution. Liberation movements used to
belong to this category; today it has only token representation among established political
organizations and is mainly represented among free intellectuals and alternative social movements.
Collaborative role finally refers to cases where media directly serve governments and other centers
of power like lapdogs.

Bibliography
Christians, C, Glasser, T., McQuail, D., Nordenstreng, K. and White, R. (2009) Normative Theories
of the Media: Journalism in Democratic Societies. Urbana, IL: Illinois University Press.
Christians, C. and Nordenstreng, K. Media Responsibility Worldwide. (2004) Journal of Mass
Media Ethics, 1/2004, 3-28.
Cohler, A., Miller, B. and Stone, H. (eds.) (1989) Montesquieu: The Spirit of the Laws. Cambridge,
UK: Cambridge University Press.
Galtung, J. (1999) State, Capital, and the Civil Society: The Problem of Communication. In R.
Vincent, K. Nordenstreng and M. Traber (eds.), Towards Equity in Global Communication:
MacBride Update. Cresskill, NJ: Hampton Press, pp. 3-21.
Habermas, J. (2006) Political Communication in Media Society: Does Democracy Still Enjoy an
Epistemic Dimension? The Impact of Normative Theory on Empirical Research.
Communication Theory, 4/2006, 411-426.
Hallin, D. and Mancini, P. (2004) Comparing Media Systems: Three Models of Media and Politics.
Cambridge & New York: Cambridge University Press.
Hamelink, C. (1994) The Politics of World Communication: A Human Rights Perspective. London:
Sage, 225-240.
Hamelink, C. and Nordenstreng, K. (2007) Towards Democratic Media Governance. In E. de
Bens (ed.), Media Between Culture and Commerce. Bristol: Intellect.
(http://books.google.com/books?id=X77-oMVdbsC&dq=media+between+culture+and+commerce&hl=fi&source=gbs_summary_s&cad=0)
McQuail, D. (2005) McQuails Mass Communication Theory. Fifth Edition. London: Sage.
Nordenstreng, K. (1997a) The Citizen Moves from the Audience to the Arena. Nordicom Review,
2/1997, 13-20. (http://www.nordicom.gu.se/common/publ_pdf/29_nordenstreng.pdf)

Nordenstreng, K. (1997b) Beyond the Four Theories of the Press. In J. Servaes and R. Lee (eds.),
Media & Politics in Transition: Cultural Identity in the Age of Globalization, Leuven: Acco,
97-109.
Nordenstreng, K. (2000) Media and Democracy: What is Really Required? In J. van Cuilenburg
and R. van der Wurff (eds.), Media & Open Societies: Cultural, Economic and Policy
Foundations for Media Openness and Diversity in East and West, Amsterdam: Het
Spinhuis, pp 29-47. (http://www.uta.fi/laitokset/tiedotus/laitos/Media&OpenSocieties.pdf)
Nordenstreng, K. (2001) Epilogue. In N. Morris and S. Waisbord (eds.), Media and Globalization.
Why the State Matters, Lanham, MD: Rowman and Littlefield, pp. 155-160.
(http://www.uta.fi/jour/laitos/epilogue.rtf)
Nordenstreng, K. (2004) Afterword. Media Monitoring: Watching the Watchdogs. In Berenger,
R.D. (ed.), Global Media Go to War: Role of News and Entertainment Media During the
2003 Iraq War, Spokane, WA: Marquette Books, pp. 343-352.
(http://www.uta.fi/jour/laitos/Nordenstreng_Media_Monitoring.pdf)
Nordenstreng, K. (2006) Media and Society: In Search of Models [in Russian "SMI i obshchestvo:
Modeli vzaimodeistvii"]. In Y.N. Zassoursky and O.M. Zdravomyslova (eds.), Glasnost i
zhurnalistika 1985-2005 [Glasnost and Journalism 1985-2005], Moscow: Gorbachev
Foundation & Faculty of Journalism, Moscow State University, 2006, pp. 168-177.
(http://www.uta.fi/jour/laitos/media_and_society.rtf)
Nordenstreng, K. (2007) Myths About Press Freedom. Brazilian Journalism Research, 1/2007,
15-30. (http://www.unb.br/ojsdpp/index.php)
Nordenstreng, K. and Heinonen, A. (2006) Finland: High Season for Self-regulation. In O.
Pettersson (ed.), Medieetik under debatt, Stockholm: SNS Frlag, pp. 277-288.
(http://www.uta.fi/jour/laitos/media_ethics_debate_in_Finland.rtf)
Nordenstreng, K., Vartanova, E. and Zassoursky, Y. (eds.) (2001) Russian Media Challenge.
Helsinki: Aleksanteri Institute. (Second printing 2002.)
Pasti, S. (2007) The Changing Profession of a Journalist in Russia. Tampere: Tampere University
Press. (http://acta.uta.fi/pdf/978-951-44-7101-8.pdf)
Ramonet, I. (2003) Set the Media Free. Le Monde diplomatique, October 2003.
(http://mondediplo.com/2003/10/01media)
Richter, A. (2007) Post-Soviet Perspective on Censorship and Freedom of the Media. Moscow:
UNESCO.
Ylnen, O., Nordenstreng, K. and Heinonen, A. (2005a) Media System of Finland. Hamburg: HansBredow-Institut. (http://www.uta.fi/laitokset/tiedotus/laitos/Finland-1.pdf)
Ylnen, O., Nordenstreng, K. and Heinonen, A. (2005b) Co-operative Regulatory Systems in the
Media Sector of Finland. Hamburg: Hans-Bredow-Institut.
(http://www.uta.fi/laitokset/tiedotus/laitos/Finland2.pdf)